All AdWords accounts have been upgraded to include new customization this week. This upgrade has not changed campaign content; it will assist the marketer in locating potential customers more efficiently.
The key changes to the campaign have been the inclusion of smarter ads for mobile devices. This upgrade is intended to find out what the user’s intent and context is for looking up keywords, and fitting the right ad with that situation. Google is trying to make the advertiser’s life easier by automatically making these changes. Ultimately this system will attempt to provide customers with more purchase opportunities using mobile marketing.
The advantages of these changes are that Google is helping advertisers transition into mobile marketing. More searches are happening on mobile devices for many different types of businesses. With this format, marketers do not have to juggle separate campaigns for different devices. Now, they are all included on one campaign across all devices.
The disadvantage of this change will be that clients will have to keep track of different budgets for different devices. However, it is easy to make changes to the budget between mobile devices and computers.
It is better to upgrade to these new features now so that the marketer has immediate control of what is being changed. Keep in mind that the upgrade has not changed your ad’s content or budget. This is a great change for your campaigns, and is a better strategy to locate potential customers.